Cut, Clip, Convert: Turn Video Content Into A Demand Machine

Alex Jonathan Brown
00:15 - 01:05
Hi. It's 11AM on the West Coast, 2 PM in New York City.
And wherever you may be, it's time for a coffee break. I'm Alex Jonathan Brown, senior content strategist here at Iron Horse. And welcome to what might be the most meta coffee break that we've ever done: It's a webinar about video content.
This is about getting more out of the time, effort, and money you put into your current video programs through creating derivative content. And here on baseball's opening day, we've got quite the lineup for you: From Iron Horse, batting first, the person I probably talked to more than any other human being during the course of my work day: My manager, Stephanie Siemens.


Stephanie Siemens
01:05 - 01:08
Hello. Thanks for having me.


Alex Jonathan Brown
01:08 - 01:18
And batting cleanup, probably the person whose product I think about most during the day is Goldcast CMO, Kelly Cheng. Hi, everybody.


Kelly Cheng
01:18 - 01:21
Hi. How's everyone doing?


Alex Jonathan Brown
01:21 - 02:58
Not bad at all. Kelly, I think your video might be off. If you wanna click it on, that's great. If not, we'll just love hearing you.
So, to kinda set the table a little bit, it feels like, and this is kinda just feeling. Over the last little bit, there has been a shift around the way that the B2B space is thinking about video. We've had webinars for a long time. You get to a landing page, put your info in a form, and then you watch a version of this.
If you're seeing this, you're very familiar with that process. But over the last little bit, whether it's through LinkedIn or other spaces, we're seeing more, kind of casual video, whether that's short vertical things like reels or, like, maybe it's on TikTok.
We've seen that kind of move into the b to b space a little bit more, and I think what's interesting about that is so often that's derivative content. It's chunks of other stuff that's getting caught up and repackaged and repurposed.
That's not the only way you can repurpose content, and we'll talk more about those a little bit later. But I think that's a good place to start. Do we have first off, is anybody else seeing this shift? Are we seeing video pop up in more places, especially in the B2B space? But, also, if we are, what do we think is maybe driving that change? Any thoughts?


Kelly Cheng
02:58 - 04:20
Well, definitely, video is everywhere. I think that it's been up and coming for a long time. I think we've been talking about video for a long time, but I think what really, really propelled it was, back in 2020, when during the pandemic, first hit, not only consumers were relying heavily on video, businesses were also relying heavily on video. I remember the day of the stay at home order in Boston, that's where I'm currently located. I was just starting a new gig at a company called Wistia, which is a video hosting platform for B2B marketers. And you know what? I hit my goals, my whole annual goal within one month because all businesses had to move their content to video.
All events had to be, you know, converted to virtual events, and that's, you know, video. We're here on a webinar. That's ultimately video. And so I think we're seeing this trend across not on a consumer standpoint, but also business standpoint.
At the end of the day, we're all humans. We all consume just like any other human. You know, I think if you've been paying attention to, you know, pop culture, TikTok is a thing, apparently. The whole country almost went on an uproar when that was gonna be taken away. We'll find out what's gonna happen in a week. And, you know, even LinkedIn is leaning in. There's a video tab on everyone's phone now. So I think that's definitely, you know, where we're all heading.


Stephanie Siemens
04:20 - 05:07
Yeah. I will echo that, Kelly. My background is in in-person events. So when the pandemic hit, we were planning a huge in person event, and, of course, that couldn't happen for very obvious reasons. So, we went to virtual, and I've actually never looked back in my career. Ever since then, I've been webinar forward, virtual event forward, and kind of, like Alex said, spent all of my days thinking and planning webinars.
But, yeah, like you were mentioning, I think people just like to consume video. It's a really great way to access content if you don't want to read content. And I think that we're just seeing that shift that people just want to consume video.


Alex Jonathan Brown
05:07 - 06:49
And so we're obviously big fans of video. Like, this is a webinar. Like we said, this is video. But this is you know, we're gonna run like a half hour, and we do understand that, like: A. There are times when you don't wanna watch video, B. There are times when you don't wanna watch a half hour of video.
And I think for a long time, the way that we've that people have thought about webinars, or any kind of long form video content is I make the thing, and then that's the thing. And you're welcome.
We'll have on-demand. You can go watch the thing. Right? But the next month, we are gonna make a new thing, and we would also like you to watch that thing. And we've kind of been, I think, generally maybe overly willing to kind of let that content fall off the back of our map and just move on to the next thing.
And the reason why we wanted to bring you on, Kelly, and have this conversation is because derivative content, really taking video content and turning it into other stuff is important. Right? It gives your audience new ways to interact with that content. It lets you extend the life of that content. It basically lets you do more with it and get more ROI on that investment that you've already made.
So that doesn't have to be video, obviously, but I wonder if we could start the conversation with really just thinking about some strategies and maybe some tactics about repurposing video content effectively, whether that's for a new audience or for a new form factor, just kinda how we how we can dive in and start doing a little more of that with our content.


Kelly Cheng
06:49 - 09:55
Yeah. I think before I go into tactics, I think it's really important for us to go back to the why. Like, why, you know, why do we do video? You know, video, like I like we already established, it's how people prefer to consume content. It's a really great way for businesses to come off extremely authentically, to put your subject matter experts in front of a camera, to really, really, you know, build trust over time.
You know, video is one way to do it. There's obviously other formats. You should definitely meet your audience where they're at. But video, I think, is having a moment right now, and video has historically been very, very difficult. I think a lot of people, marketers in particular, have been afraid of video because video is expensive. Video requires a specialty skill set.
You would, you know, typically, years ago, have to require a freelancer, agencies, and a ton of time and money to actually produce a solid video. I think that's where times have changed, and video is very accessible.
You know, there are a lot of tools out there, Goldcast included, that have democratized video to make it super easy to have that authentic video connection one to one with your buyers. And why that we do content and why we do video as marketers is not to, you know I'm not gonna watch one video and say, okay, I'm ready to buy. It's, you know and B2B, it's a long buying journey.
There's many, many different touch points. You know, Forrester is gonna be putting out stats that say, like, you're buying you know, your stakeholder group is actually 22 people large. Nine of those people actually sit outside of your company. And, you know, once you get somebody exposed, it takes, you know, 22 even more touch points to get them to even consider.
So that's all content touch points you actually have to produce. And if you think about it and you put it all on the map and put it on the table, that's a ton of content that you have to create. And, you know, we all know that over the last couple of years, you know, marketing teams, tech in particular, has had a rough go. You know, I'm still seeing layoffs. I'm still seeing budget cuts, but the goals are still high. Those have not come down. So the requirement to do more with less has been the mantra for the last, you know, five plus years. And I think that, you know, to repurpose content is the smartest thing to do because you can let your video do that much more for you.
In this webinar here, we can actually let it stretch for a couple of months, really fill not just, you know, the live event. Put the long form up on YouTube. Cut it up into many different segments, and that's gonna, you know, continue to fill that pipeline of different touch points that people may consume across that, like, you know, buying journey. And, you know, all those channels that you have to fill content with, use your long form authentic video.
You know, that's the strategy we have here at Goldcast. We create live video that's really authentic, that's expert led, and then use, you know, different AI tools like Goldcast to then cut it up into little segments so people can consume. People prefer to have short-form video. People don't have the attention span to sit down and watch a sixty minute video.
So if you plan your content, your live video content, in a way that you can repurpose in the future, you can really make that stretch that much further across all of your distribution channels. You don't need to have, you know, social content that's different from your blog content, different from your YouTube content. It can all be very, very interconnected.


Stephanie Siemens
09:55 - 10:35
Yeah. I think it's also important to recognize that whether it be webinars, podcasts, in-person events, whatever, they take a lot of work. Like, this content that you're putting together, it takes your team a lot of time and energy, maybe money to pull off this really high value piece of content. So why wouldn't you want to stretch it for all it's worth and kind of repurpose it and make it make the shelf life as long as possible? So I think that's also really important. Back to your point, Kelly, doing more with less, just leaning into this high value piece of content that you spent so long working on.


Kelly Cheng
10:35 - 11:24
Yeah. And to add on that, I think, like, you know, when you have people, live people, subject matter experts in front of the camera, why not make the most out of it and and really, really milk it and and get as much as you can out of it? If you're putting customers on in front of a camera, get them to say something nice about you.
And then, you know, when you repurpose it, search the transcript for anytime they mention something nice about you and then clip that up. And that's a customer testimonial that would have taken you months to create and get approved.
And so there's many different hacks of, you know, taking a long form video and cutting them up and really, really be able to fill your funnel across the entire buying journey, across awareness, consideration, decision. You know, that's all content that marketers have to produce, and let's make it easier upon ourselves and not have to rewrite the script every single time.


Stephanie Siemens
11:24 - 11:30
Yeah. I think that's a really good point. Can I jump in here, Alex?


Alex Jonathan Brown
11:30 - 11:33
Yeah. Absolutely. I didn't wanna step on your toes. Go for it.


Stephanie Siemens
11:33 - 12:42
Yeah. I was just oh, we're just we're just flowing here. Talking about the funnel stages again. So I think that it's important when you're trying to think through creating derivative content, and I'm mostly going to come at it from a webinar point of view, but look at what the aim of the webinar was.
So say, for example, you have a thought leadership webinar versus a product webinar. Those two different types of webinars have very different aims and goals. Right? The thought leadership is probably more top of funnel content for your audience. That means that the derivative content that you get from that session is probably going to be different and should be different than the derivative content you're taking from maybe a product webinar that's a little bit further down the funnel.
So that further down the funnel product webinar, maybe it becomes a sales one pager or like a customer testimonial, like Kelly mentioned, if you're lucky enough to get that on camera. But maybe the top of funnel content is a blog that you can repurpose as, in addition to the video clips that you are creating after each webinar.


Alex Jonathan Brown
12:42 - 15:00
Yeah. I think one of the one of the examples that we're kind of, like we've sort of mentioned, and I just wanna call out specifically. If you've had that situation where you're like, so we're working on a case study, we're working on a testimonial, and we know that, like, the process of getting a new quote from this person is going to ruin our lives, essentially. We'll be going back and forth with emails for two weeks on trying to get this person knocked down.
Whereas if you can go back and just this is the smallest content repurposing possible and just say, hey. They said this already. Like, we're gonna go ahead and use that, and then we'll ask them to approve it. But, like, we're not gonna get a new quote. We've got it. Right?
There are all these different ways that we can think about this process of chopping up content that exists. And I think it's, like, again, the potential to save time, money, and energy is so great. But it's not enough to just chop the copy up and then have it, like, live on my desktop in, like, a blog post. Like, we're then when we're creating derivative content, we are also creating content, which means that we do have to build out, like, whatever our blog promotion schedule looks like. Right? Okay. Now we get to do that with this derivative content. And one of the things that I wanted if y'all had any thoughts on is, obviously, like, for this webinar, we mark particular way. We know, like, it's at 11:00 on Thursday.
Right? We know what our webinar audience looks like. But that changes, I think, when it becomes derivative content. We sort of get to start from scratch and say that, like, oh, this is now a different thing, and it might be for a different audience. 
So what are, kind of, the approaches to that? I think what are maybe some of the questions that you should be asking your content team or your promotions, whoever's running your promotions, of how do I take this derivative content and then make it more useful in the space and get really just expand that that benefit that I'm getting from it to get the most eyes on the derivative content as possible.


Stephanie Siemens
15:00 - 15:45
Yeah. I think you hit it on the head when you mentioned the content team. I think you should work really closely with your content team. We were just working on derivative content from a virtual event with the client, and our first stop was their head of content.
I asked her, I told her, you know, like, this is a virtual event we're running. Here are the three topics we went over. What do you want us to clip up for your organic social? Like, where are the gaps there? How can we help you with your social strategy? And she knew exactly, you know, what she wanted, and then that gave us the guidance to kinda go and create those clips that she knew would be the most impactful for the audience. So that was super helpful.


Kelly Cheng
15:45 - 17:03
Yeah. To add in here, I actually you know, I think that, you know, repurposing content and video content isn't just a tactic that you should do. It's not something that you can just, like, wake up tomorrow and start doing because it requires a lot of change management.
Teams are not structured in a way right now that, especially large teams, are not structured in a way right now that they can go and, you know, repurpose one video and put it in all the different channels because every single team has their own channels that they own, their own goals and such. So it really requires, you know, I would say top down, management, change management to really, really reflect a change in culture.
So it's actually quite difficult to do as your organization continues to scale up in size. And, you know, I would start small and really, really understand processes. You know, how what are what's the process now to, you know, push out a piece of content and really start refining the different processes to make it more integrated? Because it is very challenging to do. I work in a relatively small team, and it's challenging. I can only imagine how much more difficult it is if you work on, you know, a team that's hundreds, you know, a hundred people large across different countries and regions. You know, it's definitely a lot easier said than done, this whole concept. But I think it all comes down to process and really breaking down the current process and evolving the process into something that you can feel more integrated.


Stephanie Siemens
17:03 - 18:05
Yeah. I think that's a really good point. I remember when I was in in-person events, it was always like you spend so much time on the event. It goes great, whatever, and then you're on to the next thing. The next day, you're, like, looking forward. And I think that so many companies get into this kind of flywheel of going to the next shiny thing.
So it does, to echo you, Kelly, start with process changes and enhancements, but, also, I think it should start at the beginning. You know? Like, when you're planning that webinar or that podcast or whatever the piece of content is, really start to bring up and think about, like, what derivative pieces of content will we be able to get from this, and where will they be shared? Like, just start the conversation there and start to think things through so it's not something you just tack on at the end, to try and tackle, but something that's really thought through from the start of the process.


Alex Jonathan Brown
18:05 - 19:28
Kelly, you mentioned that this is not necessarily the easiest thing to just decide to do without some change management. And we actually have a poll question that gets to that. So I'm gonna go ahead and open the poll question. If you, there's a poll tab. You should be able to track it down relatively easily. Why don't your teams routinely create derivative content after your webinars? Maybe you actually do. It's fully baked into your process. Congratulations.
But it also might be because you don't have a strategy, you don't have the resources, or you don't know where to start. Let us know in the polls, and we'll close it here in a bit, and then maybe that'll inform some more of our conversation. 
So we talked a lot about why we should do some repurposing. But how do we actually do it? So at the end of this, we're gonna have a half hour webinar, right, that we're creating as we speak. Again, this is very meta. Like, if I wanna create derivative content out of this, what's a good first step? What are the things I need to be thinking about? And kinda like you said, Kelly, how do I approach it without it just becoming so much more work than it feels like it's worth?


Kelly Cheng
19:28 - 21:01
Yeah. I can jump in here first. I think I've been repurposing content for a long time. And even before AI, AI's made it so much faster and easier. But, you know, with repurposing video content, you know, all you really need is a transcript, and then you can really turn that into anything. But before that even happens, before that live event or live webinar happens, it takes a lot of planning. You have to be thoughtful in how you are putting your content together in different segments or structures. 
Think about podcasts. Many times a podcast has a beginning, middle, and end, and within that beginning, a middle, and end, there's different segments of different topics. Maybe in that podcast, you know, I think Nathan Latka's podcast, he always asks, like, what are five things that keep you up that night? And that is a very consistent thing that he asks founders all the time.
And that if you're able to segment those out, that's a YouTube playlist that you can just continue building and building, and that's repurposing content. So it has a lot to do with content structure, content planning. Another thing I'll add to it too is speakers. 
To repurpose content, you do need to have some speaker training. I think a lot of the time we don't have repurposing in mind. You know, I'll say something like, oh, as I said before, you can't really repurpose that anymore because you can't, you know, stitch something that I said twenty minutes ago to what I just framed.
So it's really important to start training your speakers into using full sentences. Start with, you know, always mention your brand, so it's not a filler word. And I think that's, you know, that I think that's a lot of making it work is having a plan, a structure, and also training your speakers to keep repurposing in mind.


Stephanie Siemens
21:01 - 21:52
I could have used that, Kelly, because I've said a couple times here, “Like you said before, Kelly,” and that's a perfect example because our team won't be able to cut that because the audience won't know what you said before. So, I love that.
I also think that this relates back to, creating your derivative content so it's able to kind of stand on its own. You know? So when you're posting that on LinkedIn or incorporating into a blog, whatever it is, people should get value from that piece of derivative content unless the aim is to drive people back to the webinar to watch the full session and kinda tease it. But I think for the most part, I feel strongly that it should provide value in its small derivative form. Right?


Alex Jonathan Brown
21:52 - 22:20
So we've, I've said this was the most meta one of these. We actually have, we'll probably end with a segment that is specifically designed just to be cut up for social because we're practicing what we're preaching here.
But we've got the poll closed. 66% roughly of the people who responded said they don't have the resources to do it, and then another third said, actually, we're doing this already. So congrats to the third.


Stephanie Siemens
22:20 - 22:21
That's awesome.


Alex Jonathan Brown
22:21 - 23:21
The two thirds of you who said you don't have resources, we understand. And we're doing our best to help out with that.
Cat in the chat had a good question about obviously, it's 2025. A lot of the conversations are about, I don't have the resources, I don't have the time, how am I gonna like, how do I get this done? AI pops its way into a lot of those conversations.
So I know there are a hundred different ways you can do anything with AI. Let's maybe talk a little bit about how we can leverage AI to make this happen a little easier. Kelly, you mentioned already a big key to this is having a transcript. But I'll just kinda open the table. I've got a take on this one, but let's just let's kinda just go nuts. And if you've got AI related thoughts, now is your chance.


Kelly Cheng
23:21 - 25:47
Yeah. I can start with this one, and I don't wanna plug Goldcast too much, but we do use our own products to repurpose here. And if you haven't heard about Content Lab, go check it out. It's actually free. You can upload five hours of videos and repurpose those five hours immediately. And we've built the, you know, the Content Lab product specifically for B2B marketing in mind.
So all the different use cases that you would need to repurpose, create blog posts, create, you know, LinkedIn posts, create, you know, email takeaways, follow-up emails. That's all baked in as use cases.
And not only that, what I use a lot in ContentLab is creating my own brand voice profile. And so what I can do is I can, you know, copy and paste, like, you know, 50 of my LinkedIn posts that I wrote myself, and the AI in ContentLab will then create create a voice profile for myself, you know, highlighting my writing attributes, writing rules, the ways that, you know, make my voice sound like me.
And then all of the content that Content Lab spits out will sound just like how I would write. And so if you're writing content or trying to repurpose content for your brand, just copy and paste your home page or any other blog post that you've already written that is in your brand voice, and then, you know, AI will be able to replicate that.
Additionally, you know, outside of ContentLab, I also use Claude a lot. That's my preferred LLM for marketing and writing in particular. I think it's just more creative. That's also the LLM that ContentLab sits on top of in terms of creative use cases. So if it's not key takeaways, then, our blog posts are using Claude's technology to help write. So that's a little bit about how, you know, I repurpose and how my team repurposes.
We really try to dog food ourselves and drink our own champagne. And we've been able to repurpose a lot of our content. We run a lot of live video, live events, and live webinars. And we don't have a very large team, but we're able to kind of fill our content pipeline up all because of AI.
It's made it so much easier to be able to do quickly. Like I said, I've been doing this even before we had AI tools. That requires you to have a manual transcript, have writers, you know, pick it apart, create outlines. The one thing I will say is that it's a rule for me and my team that we don't publish anything that AI spits out. It's a good starting point. It's a good thought starter, but it always requires that human element to go through and make sure that it actually is accurate in what you wanna post out there. So that's, you know, a little bit about how we do it here at Goldcast.


Stephanie Siemens
25:47 - 26:59
Yeah. We also use Content Lab. So our process is, once a webinar is complete, you know, ContentLab will have AI generated clips, based on the topic. And so I think the process that we go through is to review those clips, but also as someone who's close to the content as it is being created and released, you should have a good idea or at least a general idea of where the key nuggets are that you want to repurpose.
So if you don't or if you're not that person that's close to the content, maybe you can have someone on your content team help you with this. But there's also a transcript in Content Lab that you can create your own clips from so you can kind of search for keywords in the transcript if you want, for example, a clip about a speaker talking about ABM. You can just search for ABM and find specific snippets and then create your own clips and take those out of Content Lab. So it makes it super easy to either take what AI has generated or create your own if you have a good understanding of what you wanna click already.


Alex Jonathan Brown
26:59 - 29:35
The other thing that's worth adding to this is there is, so two things real quick. One, if you don't wanna use Content Lab and to make this not a plug, to talk a little bit about, Claude, the thing that's most valuable to you is if you can get a transcript that has time stamps in it and not just a content transcript.
This is one of the things that Content Lab just handles for you because it's connected, the transcript and the video. But if you're doing it outside, you need to know where that happens or else you've got a clip and then somebody has to scroll through the video to find it.
So getting a transcript that has time stamps is super helpful. And then anytime you're interacting with a transcript in AI, it doesn't care that it's a transcript. So your prompting doesn't have to necessarily be fundamentally different than just saying find the most interesting part of this text. And whatever prompting you would use to pull key insights out of written text probably works just as well for a video transcript.
It's then just doing that step of translating back into the video and finding the clips you need. So that did also turn out to sort of be a pitch for Content Lab because it just keeps it all, it makes it easy.
The other thing though is that you should have a really good idea of what's gonna be good chunks to pull out because you should be designing this content with pulling it out in mind. Like you said earlier, Kelly, like, when this really works, you build it in from the beginning. And I say that to set up what we're about to do next because we're coming up on time. 
So when we had this idea, we were like, okay. We should do something that, like, shows that, like, we know how to do this, that we're, like, tied in. So we're introducing a new segment. Kelly, you talked about segments earlier. And I think we prepped you on this. If we didn't, sorry. We'll let you go third.
A new segment on Coffee Breaks called Piping Hot Takes, where for, like, just thirty seconds maybe, we're each gonna go through. The other two of us are gonna be quiet, and we're gonna give a hot take that we will then be able to chop out, use on our socials, get that buzzy, like, you know, we're gonna Steven A. Smith this if you're a sports person.
So with that said, would anyone like to go first? I'm willing to go at any stage in this process, but it would be rude of me to just assume. So anybody wanna give a piping hot take before we begin? Sure. As we begin. Okay, Steph.


Stephanie Siemens
29:35 - 30:34
Okay. My piping hot take is that the production value still matters on video content, and I'll explain what that means. So I think during the pandemic, everybody got really comfortable with lower production quality with their videos, and everybody was okay with that because we're all in the same boat. You know, everybody was at home.
We were working with what we've had. But now that we're five years post and there's been enough time since that, I think that the levels of production, the expectation, on the levels of production are still raising, and so, audiences are expecting a little bit higher production quality. And I think even on TikTok, the production quality is getting higher, so I think it's kind of across the board on all video, that audiences are expecting you to put a little bit extra into that video content.


Alex Jonathan Brown
30:34 - 30:36
And that's where we'll cut your piping hot take. This is great. This is so much I love that I get to talk about this for once, and it's not just the thing that's happening in my head. Kelly, do you have a piping hot take?


Kelly Cheng
30:45 - 32:04
I do have a hot take, and it's funny, Stephanie. My hot take kind of contradicts yours.
I believe that video so I think you're talking about production value, not being super being very, very important. I agree with that. Production value is absolutely very important. But I think that there's an obsession or there's a historical obsession with the video production quality.
Like, you having the best camera and and and all of that, like, you know, that's where or having a full production crew and, like, the, you know, sound booming or whatever. I don't actually think that makes a difference. I think that's what historically has bankrupted marketing teams with, you know, the obsession of having high quality video. I think there's a time and place for it.
Absolutely. I think if you're having a, you know, a corporate video, a brand video, something that's gonna be, you know, being played in an event or something like that, definitely want to invest your time and energy and money into that. But I think when it comes to human to human authentic video, talking head video, even product launch videos, it doesn't have to be super polished. You can do a Loom video and it could be just as effective as something that's done in a production house.
And so that's my hot take is that, you know, production quality doesn't need to be extreme, bar doesn't need to be very, very high for it to be an effective video.


Alex Jonathan Brown
32:04 - 33:46
Did I expect there to be disagreements in the Piping Hot Take segment? No. First off, and I also don't think you're just y'all are pretty much on the same page.
Two things I'll say about that real quick to add on. This is just for the people who are watching the webinar. It's not part of the clip. The things that are nonnegotiable are a decent microphone and a way not to get audio feedback. For me, that's big dorky headphones. But, like, to me, required. Okay. Here's my, I think we're gonna keep doing this, this is a fun segment. Here's my pipe piping hot take.
We'll pause for room sound. I don't care about the title of the people who are on your webinar. Like, it's amazing when you're in an organization like we have at Iron Horse where your c-suite is great on camera and can manage that. But when it comes to creating video content, I would 1,000 times over, rather have someone who's more junior on the team, but knows how to communicate in this medium effectively and isn't going to just read their slides, then somebody who might be higher up in your organization might be better suited to actually talk about the subject.
I would rather teach someone who knows how to do this, the things they need to say than put our audience through a half hour of watching someone who's so smart and can write incredible blog posts or is incredible in a room struggle through giving a webinar content. It's a tough conversation to have internally, but we do this for our audiences, not for the egos of the people involved.


Stephanie Siemens
33:46 - 33:48
Yep.


Alex Jonathan Brown
33:48 - 34:13
Piping Hot Take. Let's go.
So we'll cut those out as an example of how derivative content can work. We are coming up on time. I know we plowed through this. There's so much more we could talk about. Do either of you have any kind of closing thoughts you wanna wrap us up with as we let people get back to their day?


Kelly Cheng
34:13 - 34:45
I would just say that if, you know, your next webinar that you do, if you repurpose it, you know, definitely one of the smarter things that you're gonna be able to save a lot of time and energy on in terms of your content strategy. So I'm excited to see more derivative content out there.
I think that the only people that know it's derivative content is you because, as I mentioned before, like, you know, there's the customer touch points. There are so many, and that, you know, a thirty second clip from a hour long webinar, is just as valuable as that, you know, hour long webinar.


Stephanie Siemens
34:45 - 35:01
Yeah. I agree. I think, just start small. Start somewhere. Start with a clip of your next webinar and just see what happens, and then work on that change management, moving forward and putting together a strategy, but just just start somewhere.


Alex Jonathan Brown
35:01 - 35:57
And kinda I'll throw in one closing thought as well that I think ties up really, really well with those of you or those two that you just had. Your derivative content doesn't have to come from publicly available content.
So let's say we stop this webinar right now. I know I have the two of you, I have time with the two of you on camera. We can create social clips that will only exist as social clips as a way of repurposing content that is really just repurposing the effort it took for us to get on a call. It's so much easier for us to go do more stuff right now than it is to circle back a week from now and try to create more content that way.
So that's just another idea. Y'all, this has been fantastic. Like I said, we covered a lot of ground. I feel like we all learned a lot. We did some piping hot takes, which was, again, more fun than I expected it to be. Kelly, if people wanna learn more about you or Goldcast, where can they, where can they go to do that?


Kelly Cheng
35:57 - 36:14
You can learn more about Goldcast at goldcast.io, and you can connect with me on LinkedIn. I'm gonna drop my LinkedIn profile in just one second. Connect with me on LinkedIn. I'd love to hear from everybody, and talk more about repurposing video content.


Alex Jonathan Brown
36:14 - 36:19
Steph, we work at the same place. Do you wanna do the plug or do you want me to?


Stephanie Siemens
36:19 - 36:35
You can do the plug, but I will drop in my LinkedIn as well because, like I mentioned, I could talk about this stuff all day. So if anybody wants to chat about webinars, derivative content, I am always up to have that conversation.


Alex Jonathan Brown
36:35 - 37:29
Great. If you wanna learn more about what Steph or I do with our day, you can follow us, learn more about Iron Horse at ironhorse. io. We do these once a month, these coffee breaks. We're building a little community. It's enjoyable.
If you add, if you learn something today, come on back next month. I'm going to throw my LinkedIn in the chat as well because I succumb to peer pressure very easily. If you would like, I'm kind of unhinged on LinkedIn, so just know that going in. But, Kelly, Steph, thank you both so much.
This is a fantastic conversation. Everybody who joined us, Cat, thank you for the emphatic yes in response to the piping hot takes. That's what we were going for. This has been a great little conversation. I hope we get to have you back, sometime soon, Kelly. But until then, Coffee Break's over, everybody. Let's get back to work. Bye.


Stephanie Siemens
37:29 - 37:30
Thank you. Bye.